On December 10, American global lifestyle brand Tommy Hilfiger announced the appointment of Formula 1® driver Sergio Perez as its new Global Menswear Ambassador.
The partnership further deepens the brand’s long-standing relationship with Formula 1® and reinforces Tommy Hilfiger’s presence at the intersection of sport and culture.
A Brand Narrative Shaped Alongside Formula 1®
Sergio Perez is widely regarded as one of the most popular and highly respected drivers in Formula 1®, boasting one of the sport’s most passionate global fan bases. His influence extends far beyond the racetrack, positioning him as a cultural icon whose presence resonates across sport, fashion, and lifestyle.
For Tommy Hilfiger—a brand that has continuously evolved while remaining rooted in classic American style—Perez’s confidence, individuality, and global appeal align closely with the heritage the brand has cultivated over decades.
Commenting on the appointment, founder Tommy Hilfiger said: “We’ve championed drivers’ freedom to express themselves through style, and as Formula 1® continues to embrace fashion and entertainment, its stars have become truly global. An icon in Mexico and a fan favorite around the world, Sergio Pérez inspires young people with his confidence, talent and personality. He personifies our vision for relaxed, timeless menswear.”
Blending Style and Performance Ahead of the 2026 Season
The announcement comes as Formula 1® looks ahead to the 2026 season. That year, Sergio Perez is set to return to the grid as a member of the Cadillac Formula 1® Team, with Tommy Hilfiger supporting the team as its official apparel partner.
In a sport defined by extreme performance, Perez’s discipline, self-management, and relentless drive for evolution mirror Tommy Hilfiger’s brand philosophy of continuously pushing boundaries and embracing the future with confidence.
Perez also shared his enthusiasm for the partnership: “Tommy brought style into the paddock and gave drivers the confidence to show who they are off the track. He’s always been at the heart of the action, and I’m excited to return to the grid with his brand alongside me. I admire his creativity and vision, and I’m proud to represent him and be part of the energy his brand brings.”
A Message for the Next Generation
As global interest in motorsports continues to rise, Formula 1® is increasingly being redefined—not just as a sport, but as a cultural platform—particularly among Gen Z and millennial audiences. Perez’s strong connection with fashion-conscious younger fans makes his appointment a strategic move that reflects this cultural shift.
Following in the footsteps of past ambassadors such as Lewis Hamilton, Rafael Nadal, and Thierry Henry, the collaboration underscores Tommy Hilfiger’s consistent commitment to partnering with iconic figures who shape global culture through sport.
With Formula 1® and fashion converging more closely than ever, the partnership between Tommy Hilfiger and Sergio Perez signals the beginning of a new chapter—one that looks firmly toward 2026 and beyond.
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